5 steps for integrating digital and traditional marketing

A “tradigital” strategy is the effective integration of digital tools in a marketing and sales process. Embracing this approach requires understanding both the goals and the road map.

1. Know your destination

No one gets on a plane without knowing where it’s going. Embarking on a marketing strategy that has no clear goals or benchmarks beyond simply increasing sales can quickly become a frustrating and costly endeavor. Tradigital leverages traditional media to drive digital for maximum results. Specify those results and make them very clear at the outset. You will benefit even if you don’t reach those goals.

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For example, you may want to offer visitors a chance to simply opt-in for an email and receive offers on a weekly basis. You may ask visitors to download a coupon for redemption in store or online, or maybe download a white paper for more information. The possibilities are numerous, and the campaigns can be very effective when they are clear about the expected outcome.

2. Know your roles

Tradigital recognizes that the role of traditional media has shifted from the end-all-be-all to more of the conversation starter. Consumers no longer depend on traditional media to tell them the whole story — they don’t have time for that. Tradigital understands that in our digital world, consumers take the message pushed out by traditional media, and then continue that conversation online.

3. Know your position

At a company there are three stages of digital adaption that you need to be aware of to determine where you are. These stages can also apply when launching a new product or service (the new product or service would start off at the embryonic stage).

John Garcia is managing partner and digital director of Baldrica Advertising and Marketing. He started working in the industry 25 years ago at a Fortune 500 advertising agency in New York City. Over time, he mastered the art of integrating TV, radio, print, billboard, cable, and direct mail with digital for maximum results. He spearheaded several digital initiatives during his seven-year tenure at The Palm Beach Post before moving to Baldrica.